The World’s Top Amazon Marketplace Sellers

Here’s the second edition of the world’s top 1,000 Amazon marketplace sellers. There’s a breakdown for each of the eleven Amazon marketplaces, and additional data on cross-border trade in Europe.

We also publish a list of the world’s top eBay sellers. Amazon is a very different beast to eBay, and there are a few special caveats to be aware of. I’ll mention the most important ones along the way, and spell them all out in detail at the end.

Who are the top 1,000 Amazon sellers?

The sellers here are ranked by feedback. We’ve used feedback received in the past 12 months, so sellers of highly seasonal products shouldn’t be at an advantage.

Feedback isn’t a direct measure of success, of course, but it is an indicator of sales volume. Amazon says that most sellers receive feedback on 10% – 20% of their sales, so the number of units sold is likely to be 5x to 10x more than the feedback shown below. This does vary very widely, however, with feedback percentages between 2.5% and 18% claimed by sellers in the comments below.

The data is drawn from Amazon’s seller directories and best selling product lists – there’s one for each product category in each marketplace, including Amazon US, UK, Germany, France, Italy, Spain, Canada, India, Japan, China and Mexico.

So here it is: the full list. Use the “View More” link at the bottom to load one hundred more sellers each time you click.

Note: The country flags above indicate the marketplace where each seller makes most (or all) of their sales. The feedback shown is the total of feedback for all the marketplaces they sell on under the same seller account, so can include multiple marketplaces for unified European and North American accounts.

Which Amazon marketplaces have the most top sellers?

Here are the Amazon marketplaces with the most sellers in the top 1,000.

Although sellers on Amazon.co.uk have taken three of the top five slots this year, the list overall is still dominated by Amazon.com, with 584 sellers (551 last year). The UK is next with 205 sellers (234 last year). The US’s gain of 33 sellers in the top 1,000 is very close to the UK’s loss of 29 sellers.

After the US, Italy has gained the most sellers in the top 1,000, adding 14 to the list. The UK has lost the most sellers, followed by Germany with 86 on the list this year compared to 108 last year. Sellers whose primary marketplace is Amazon Mexico are yet to make a showing.

#

Marketplace

Sellers

Feedback

1

US

584

13,633,509

2

UK

205

4,862,264

3

Germany

86

2,494,826

4

France

20

963,100

5

Japan

36

932,296

6

Italy

37

718,919

7

India

12

329,047

8

Spain

5

300,071

9

Canada

13

231,287

10

China

2

64,632

11

Mexico

0

272

Note: The feedback shown is the total feedback received for sales on that marketplace by the top 1,000 sellers.

Who are the top Amazon sellers in Europe?

Amazon has unified its European marketplaces in the UK, France, Germany, Spain and Italy. That means a single seller account can be used to sell on all of those marketplaces. Feedback is tied to a single seller ID for sellers using unified accounts, so it’s possible to report on the proportion of feedback they have gained from each European marketplace. You can see that breakdown in the table below.

There’s plenty of cross-border trading going on, but still many who are sticking to just one marketplace (or using separate accounts to sell on each). 46% of the 500 biggest sellers in Europe get all their feedback from only one marketplace (51% last year).

That leaves 54% doing some level of trade across Amazon’s European marketplaces using a unified account. But are they doing it successfully? Well, 71% of the cross-border traders gained 10% or more of their feedback from countries outside their biggest marketplace (up from 59% last year). And 33% got more than half of their feedback away from their main market, almost double the figure of 18% last year. So while there aren’t many more sellers selling internationally across Europe, those who are have become even more active over the last year.

Selling on Amazon Europe and unified accounts

You don’t have to go far down the list to find merchants who have really embraced selling on multiple marketplaces across Europe. But three of the highest-placed cross-border merchants are not European companies – JEDirect are from the US, while Anker (with two European accounts) and Sunvalley are both Hong Kong-based companies.

Note that not all sellers use unified accounts, and those who don’t aren’t easy to identify as cross-border merchants. Seller “dodax” is a good example of that, appearing in the top 10 for the UK, France and Italy – but using separate accounts on each.

Top Amazon.com Sellers

Here are the top 500 sellers on the Amazon.com marketplace. The feedback shown is only that received from sales on the US marketplace. The feedback data will vary from that in the global list above, for merchants selling to other North American marketplaces using a unified account.

Top Amazon UK Sellers

Here are the top 500 sellers on the Amazon.co.uk marketplace. The feedback shown is only that received from sales on the UK marketplace. The feedback data will vary from that in the global list above, for merchants selling to other European marketplaces using the same account.

Top Amazon Germany Sellers

Here are the top 500 sellers on the Amazon.de marketplace. The feedback shown is only that received from sales on the German marketplace. The feedback data will vary from that in the global list above, for merchants selling to other European marketplaces using the same account.

Top Amazon France Sellers

Here are the top 500 sellers on the Amazon.fr marketplace. The feedback shown is only that received from sales on the French marketplace. The feedback data will vary from that in the global list above, for merchants selling to other European marketplaces using the same account.

Top Amazon Italy Sellers

Here are the top 500 sellers on the Amazon.it marketplace. The feedback shown is only that received from sales on the Italian marketplace. The feedback data will vary from that in the global list above, for merchants selling to other European marketplaces using the same account.

Top Amazon Spain Sellers

Here are the top 500 sellers on the Amazon.es marketplace. The feedback shown is only that received from sales on the Spanish marketplace. The feedback data will vary from that in the global list above, for merchants selling to other European marketplaces using the same account.

Top Amazon Canada Sellers

Here are the top 500 sellers on the Amazon.ca marketplace. The feedback shown is only that received from sales on the Canadian marketplace. The feedback data will vary from that in the global list above, for merchants selling to other North American marketplaces using the same account.

Top Amazon Japan Sellers

Here are the top 500 sellers on the Amazon.co.jp marketplace. Amazon Japan is a special case, as its seller directory only lists “top sellers” rather than all sellers. I’d be interested to hear if anyone can shed some light on the accuracy of this data from Amazon.co.jp!

Top Amazon Mexico Sellers

Here are the top 100 sellers on the Amazon.com.mx marketplace. Feedback levels are still very low for Amazon Mexico.

The feedback shown is only that received from sales on the Mexican marketplace. The feedback data will vary from that in the global list above, for merchants selling to other North American marketplaces using the same account.

About the Data

We’ve done our best to put a complete list together, but some sellers may be missing.

Some high-feedback sellers are not present in Amazon’s seller directory, and the directory is not available at all for some media categories in some countries. Media covers books, DVDs and Blu-rays, music, PC and video games, and software. To address that, we have supplemented information from the seller directory with data on sellers who offer any of Amazon’s best selling products.

Amazon Japan’s seller directory only lists “top sellers” rather than all sellers. The same is true for the directories of book sellers in China and India. Amazon’s definition of top sellers is not known, so there might be sellers on Amazon Japan, or who only sell books in India or China, with higher feedback than those shown above.

Amazon has websites in three other countries – Australia, Brazil and the Netherlands. These sites only sell Kindle readers, Fire tablets and related digital downloads. They don’t have third-party marketplaces and don’t appear in the data here.

Amazon uses multiple selling accounts of its own, such as Warehouse Deals, Digital Services, Quidsi, The Book Depository, Cloudtail (a joint venture) and Amazon Media. Selling accounts that could be identified as belonging to Amazon have been excluded.

Hello Liz, My name is Matt Taylor, I have a friend that has been selling on Amazon for a while and seems to be making a small profit of maybe 30k a year. Its been about 3 years now and he is consistent. I noticed you said that you had clients you helped that I am assuming are doing the same kind of thing probably at a larger scale. I also noticed you mentioned smiles. I only came on here to see what kind of market there was for rosary beads, because I was looking for my calling. I was wondering if you would like to help 2 very motived people. I want you to know that we would be totally open to even working for you if that’s what you feel could work. I am in the flooring industry and I know in any industry its who you know. I like smiles too!! if it sound like a small piece of your calling then please contact me. rightpricecarpet@gmail.com or 8562987776

This is a fantastic list to motivate current and new sellers. It is well thought out, detailed and well presented. Well done! Amazon do get bad press time to time. What most sellers forget is that Amazon only charges on the sale of the item. Unlike Ebay or PPC where it is a pure gamble unless you know what you are doing. I would however add caution to ensure offline and other sales channels are also utilised and not rely 100% on Amazon sales.

Thanks for the question Dirk. I have some data on product volume but it doesn’t include all the media categories so would not be accurate for all sellers.

If you are interested in the product volume for just a few sellers you can click the links to their seller information pages on Amazon. The product widget there includes a page count which can be used to calculate how many products they have listed.

It would be interesting to see Amazon’s own accounts to see how they rank against the rest of us… even if you list them with an asterisk… would they take the top four spots or is there a top seller 3rd party that does better than the host?

Sorry I’m so late to the conversation but I just saw this and wanted to reach out to you, Andy,

First off, this is a fascinating list and article. Thanks for putting this together.

I’m the Amazon sales manager at one of the companies listed above and can definitively say that the idea of 10-20% of transactions getting feedback has some limitations as an indicator for units sold.

My company is fairly well ranked on this list and our units sold in a 12 month time are more than 40 times the number of feedback comments received. That means we only get feedback on about 2.5% of transactions…and we actively request feedback from every customer.

I’m confident that there is a correlation between feedback and orders, but there are so many factors that throw that number off that I don’t think it’s enough to base volume off of feedback alone.

For example, we sell in multiple product categories and find that we receive proportionally more feedback in some categories. The dollar amount of the transaction also has a correlation to likelihood of feedback. Additionally, some items lend themselves to buying multiples while others do not. If a customer buys 5 units in one transaction, that will still lead to a maximum of one feedback.

So while the metric you used certainly is better than nothing, I think it will overrate some while underrating others based on what they sell.

Our seller account may be an outlier of course, but I thought I’d share either way.

Absolutely, it will overrate some and underrate others. However, it is comprehensive and transparent and, I believe, the best possible without making a lot of shaky assumptions on average feedback rates, sales prices etc. etc. So I prefer to keep it simple, and be upfront about the source of the data and its shortcomings.

I think the variation in feedback rates is fascinating. Some sellers like Pete below do report up to 20% while others just get feedback on 2-3% of sales like you. It seems to vary by country, but I’m guessing product category, price and other factors also play a part.

Very nicely broken down Steve! I def agree with you; from my experience (I run an app called Feedbackz and see/work with feedback/reviews all day long!) I see the same of the notion that.. it’s many, many factors associated with conversions.

With that said; I’ve would have to give ballpark of around 5-7% for seller feedback (even worse conversions for product reviews) averaging the highs and lows of niches, marketplaces, product quality, etc. etc… high end is about 20-23%.

We actually worked with 2 sellers out of this list and improved their feedback from ~5% to about ~21% on all orders.. essentially doubling their monthly totals from previous months. (without going into super data). Anyways.. I think they probably climbed up this list since.. =)

With that said.. there’s a few tactics that’d definitely up that ~2.5 mark. I’d be open to any questions, suggestions, etc. if increasing feedback is of any interest to you. (without any annoying pressure sale of an app!)

Regarding Andy’s comment; I think it’s a good base to go from seeing as how there isn’t much other data that Amazon is willing to make public. A few of the listed companies can probably shuffle around in hierarchy (if given 100% data) but I’d say for the general,.. those listed def earned to be “nominated” of making it on the list lol!

Is there a way to rank top US sellers within each marketplace – UK, Germany, France, Italy, Spain, Canada, India, Japan and China? I am willing to query on my own, I just do not know where to start. Thanks!

I agree that’s a big concern, but it’s worth taking into account the volume that these sellers do. hippo books got 131,628 feedback in the past 12 months so probably had well in excess of a million orders. If they got 99.9% of the orders right, which would be fantastic, that would still be 1,000 orders they got wrong. I don’t think 30 complaints on the BBB is a lot for a business doing that volume of sales.

Great point, I just realized that if a product has even maybe just a couple hundred of reviews, probably means that they’re doing a couple hundreds sales a month or more.

Some of the reviews can have nothing to do about the product itself and something the customer did wrong. Like order the wrong size, or be to click to purchase and order the wrong item entirely. One can never reverse engineer enough, worked for China! Lol.

This is a very informative article and thanks for taking the time to put this together.

I totally agree Cheryl. Many of the sellers listed on the top list published here are downright crooks. Many have ridiculously bad BBB ratings as well as many complaints on the internet.

Some of these companies pay even their own employees to write feedback (they have the employee “buy” something, pay the employee plus give free incentives/product Many of the book dealers are the worst..

Another thing is that even though their seller feedback rating might be stellar, you will see if you read back in their 40/50 feedbacks per day that negative feedback gets buries almost instantly (and funny…most the positive feedback after negative feedback will take a point or two of the negative feedback proceeding it and comment in the positive on those points.

So, yep, lots of phony feedback. Many of these sellers will get nasty if you ask questions prior to a sale; some downright lie in their answers. OR they send answers not even pertaining to the questions.

Essentially many of the sellers on this list will ship late, (I guess Amazon requires sellers to send out within two business days after the order is placed)…these sellers sometimes take weeks Many do not provide tracking so if something gets lost in the mail, they don’t know where it is…so good luck getting a refund.

They also package poorly…so your purchase will no doubt look like road kill by the time you get it…and they lie about condition of product (outright lies or instead of condition they state they have thousands of satisfied customers…then you get some smelly, torn up product).

Their warehouse packers at the warehouses some sellers I guess send their product into so the seller does not have to ship the product themselves will throw product into a big box with no padding to take up the extra room (I had an MP3 player come in a box that was about 14″ x 20″x 12 inches high with no padding what so ever, it was so damaged by flouncing around in a huge box that it look like it had been thrown against a wall many times). Again, try sending it back for a refund.

The sellers above do not have to follow Amazon rules because they sell a lot for Amazon. If you buy from Amazon, find yourself the little seller who has great feedback and has described what they are selling. Question the seller before buying (I’d stay away from every seller listed above, they have no time for answering question and no time for customer service).

What many of these sellers do not understand is that part of internet selling is that you are the eyes and hands of a buyer who isn’t there to look at the product themselves. The sellers on this list lack integrity, honesty, service and if there were employees they would be fired (but they are not employees).

Oh, and then there are the ones who claim to have U.S. warehouses and even state they send from such and such a state…many of these are located overseas and your purchase takes up to three months to get.

Also, there are sellers above that are overseas, copy loose leaf and print on demand textbooks, they illegally copy to sell to U.S. students. Students wait months to get their textbooks and they come in as different editions (because they lie about them), loose leaf, or illegally printed (meaning they bought a book, made copies of it and sell the book).

Amazon does nothing to stop any of these practices. Also, quite a few on this list are drop shippers and spider sellers. Some do not have inventory, so if you need to return a product what happens is you are suppose to ship it back to whoever they buy it from, who many or may not reimbursed the seller you bought from…you end up not getting reimbursed. It’s a whole scam. Also, many of these stores are the same store (they hire others to open a store on Amazon, they have no product, but the same book is listed almost the same wording and same condition (or in the condition, they tell you they have a bunch of satisfied customers), just a few pennies difference…want to know if they really have the book…ask a question and they will say ‘we can’t answer you because it is in a warehouse in bumf*** wherever, lol)

Some of the worst are Silver Arch Books (huge offender), Hippo Books (huge offender), Free State Books, World of Books, Yankee Clipper, friendly books for you, melisasandy, the book guyz, YOB (your online bookstore), book depository US, booKnackrh, PBShop US and UK (claims to send from US, they don’t ) Anybook (a huge offender), academic book guy (REALLY a rip off artist).

This is my method for buying on Amazon (eBay in disguise), eBay, Abes: ask questions before sale about packing, when product will really be sent, do they provide tracking, have they described condition, what is their feedback like (go back and see how many people are dissatisfied each day for a month or so…tedious, but if you have people every day saying you screwed up, something’s wrong), do they respond to emails and do they answer the questions asked?

What is not important: the amount of feedback, the amount of product sent over over time, how they tell you how great they are, price.

I tend to buy from the little guys now instead of the people on this list…just because they are listed as top sellers, top seller is really misleading. If they screw me over once, I will leave a neutral feedback with everything about the sale as neutral does not count against them (I just don’t want to ruin business, but do state what went wrong), then I never buy from them again…and I mention to family, community members, friends, colleagues to not buy from this or that seller (and then sometimes those people warn other not to buy). Also, I tend to buy from those who respond to inquiries with actual answers (even ‘I don’t know’ is better than a lie) . I buy from those who describe what they are selling (instead of may or may not have chips in case, may or may not have accessories…WHAT???) and I will pay more for service and honesty than for the cheapo prices given by the above sellers.

Oh, one more thing. Sometimes I buy books…I never buy books from the above as they are allowed to defy Amazon’s two day to ship product rule and wait until they have a couple thousand orders to send by bulk mail (sometimes takes a week). They also send product under media mail sometimes which is not media, thereby ripping off the post office and they have the audacity to send as printed bound material (meant for looseleaf bound, velostrip bound printed material, etc).

There’s probably a lot of variance in the % of buyers who leave seller feedback. Amazon’s own statistic of 10%-20% does feel high though. I’m hoping to get data on it sometime and might be interesting to see if it varies by country, category etc.

So those merchants have really embraced selling on multiple marketplaces. You don’t have to go far down the list to find a seller whose largest marketplace is not their home country – KW-Commerce. They are actually based in Berlin but their biggest marketplace (by feedback) is Italy.

Sadly Amazon is not available in Australia, not for buyers or sellers,only Amazon books….even though Australia is one of the highest online purchasing population there is, but I guess Ebay isn’t complaining.

I’m pretty sure you’re missing a class of sellers. These are both long-time Amazon Sellers that I’ve had experience buying from and both are missing from your list but clearly have the feedback scores to make it.

Amazon does not provide a seller directory for every category in every country in which they have a marketplace. There’s quite a lot of variation but Amazon.com specifically does not list sellers of books, DVDs/Blu-rays and CDs. (As an aside, even when there are seller directories some of the top sellers are missing.)

So we supplemented data from the seller directories by looking at all sellers with an offer for any of the top 100 products in any of the top-level categories. (So they don’t have to be in the Buy Box for those products, they just need to have an offer at any price.)

We think the two sources together provide good coverage but it’s not going to be 100%. A seller that’s missing from the seller directories (or who only sells in categories without a directory) and does not have an offer for any of the top 100 best sellers won’t be on the list. A summary of the methodology is in the “About the Data” section at the end of the article, but in less detail because it gets pretty complex.

In the future we’ll see if we can improve the methodology but while there is no perfect (public) source of Amazon sellers there will be the potential for omissions.

This is great! The “Top Amazon Marketplaces” list is like a road map of where to start selling next.

I have started an “International Fulfillment Mastermind”, which is … A MasterMind group for power sellers selling products to consumer via fulfillment services worldwide such as Amazon FBA, where we help and advise each other.

If you are selling over $10,000 a month online and are currently international or plan to go international, “reply to me” and tell me generically about your business, yourself, monthly units and monthly sales. Sincere replies will be invited to our “International Fulfillment Mastermind”.

If you don’t sell $10,000… please do yourself a favor and focus on your local country sales.

Interested in the international fulfillment mastermind. We are currently generating sales of 15-20k / month but gearing up for expansion both at home and the European marketplaces. Our database provider has recently added ISBN search capability in Europe and we are in France now doing a little recon. Looking forward to hearing from you!

I am a Part of one of the top 6 Amazon companies in the world. We are selling in com, de, fr and uk and our feedback rates are: com 1 out of 7, uk 1 out of 5.5, fr 1 out of 6.5 and de 1 out of 11. maybe that helps to interpret the feedbacks better 🙂

Hey Pete,
I agree with Andy, that is excellent, excellent info. Thank you..

As he said; do you use any feedback software? If you don’t.. I’d love to have you on-board with my company Feedbackz.com. I think you’d be quite impressed with getting those conversions even higher.. and we support all those international marketplaces as well. https://demo.feedbackz.com

Would you share your feedback solicitation approaches?
Do you employee any service provider to assist, or just emailing customers?
Seems to me that when you are high up enough, Amazon solicits feedback for you.
-Arty

Not very good quality. So much sellers are missing. Sometimes a seller is missing only in one marketplace. For example KW-Comerce in europe. There you have only two markets instead of 5. And KW is one of the biggest. ?

Also a lot of others are missing, the last update in 2015 was a lot better

OK we have now updated all the data – global, Europe and all the countries. I think we have picked up a lot of the missing sellers and additional marketplaces for sellers with unified European accounts.